Swot: Cheesecake Factory

Cheesecake Factory's SWOT
Terrance Gaiter
Professor James Day
Intro to Business
July 21, 2013

The Cheesecake factory founded in 1972 by Evelyn and Oscar Overton has been one of the most famous family eatery in America. Just the name along sets it apart as an iconic and delectable place, you can tell that cheese cakes are just one of many of the restaurants specialties that it has to offer. Back in Detroit within the 1940s Evelyn created her own original recipe for cheese cake where Evelyn and Oscar open there own cheese cake shop together. That’s until Evelyn gave birth to their kids David and Renee where they closed up shop to focus on their family. Though never giving up on her passion of baking Evelyn supplied the local restaurants with her original take on cheesecake which was in high demand. Into the couples 50s they moved to los angels and with their last savings opened up a restaurant and dubbed it the cheese cake factory. The years weren't favorable and hard but they persevered, and in 1975 that led to expansions and opening of newer locations left and right, Evelyn’s recipes of cheese cakes grew to over 20 varieties and other desserts. The company grew so much that Oscar had to hire truck drivers to accommodate the out of state customers. Than in 1978 David Overton (son of Oscar and Evelyn) open up the first cheese cake factory restaurant in Beverly hills with little knowledge but a strive and intuition of making a great restaurant expertise perfect with generous portions and unlimited inventive menu selection the cheese cake factory was a success and within 30years later and over 100+ restaurants the cheese cake factory grew to the momentum house hold name it is today; Growing from a small kitchen in Oscar and Evelyn’s basement to stand as a place that is a must to dine in didn’t come without its trials and tribulations. Though without much sorrow and having Evelyn’s famous cheesecake grew in clientele that stretch from Detroit throughout...

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The Competitive Advantages and Disadvantages of The CheesecakeFactory
Business 100
October 24, 2013
The CheesecakeFactory opened its first casual upscale restaurant in 1978 in Beverly Hills, California. The restaurant came by way of the “The CheesecakeFactory” store founded by Evelyn and Oscar Overton. Their son David Overton set out to offer their guests more than just cheesecake. What The CheesecakeFactory set out to accomplish created more competitive advantages for itself. Although all businesses have weaknesses; The CheesecakeFactory still has much strength to utilize to offset and minimize its weaknesses.
A strength that The CheesecakeFactory possess that most restaurants don’t is that they are an all in one restaurant, bakery, and bar. There are not many restaurants that operate a full bakery and bar under one roof. The fact that I can order a small portion of dessert to eat after my meal or just come in to buy some whole desserts or cheesecakes more than exceeds my expectations. If you don’t want sit down for a four course meal you are more than welcome to take a seat at their full service bar. There you can enjoy some drinks maybe an appetizer or two and kick back, relax, and watch their flat screen TV’s.
The Cheesecake...

...ROI / CREATIVE BRIEF
Issues
What are the key issues facing the brand?
* The first time The cheesecakefactory is opening an outlet in Asian country.
* The CheesecakeFactory has never existed in Singapore before. There is zero brand awareness in Singapore.
* The restaurant lacks the brand recognition and loyalty its competitors have already accumulated in Singapore market.
Objectives
What are the client’s marketing objectives?
* To attain a sales total of SGD3 million in 2014.
* To open one The CheesecakeFactory outlet in Singapore in 2014.
* To create 70% recognition of The CheesecakeFactory within the target audiences in Singapore market
What are the advertising objectives?
* To encourage the target audience to visit The CheesecakeFactory.
* To create awareness and recognition of The CheesecakeFactory to a level of 70% within the targeted audience of Full Nest 1 and Full Nest 2 with aged between 25-40 years, within a period of 6 months (Aug 2013- Jan 2014)
How will these advertising objectives be measured?
People who visited The CheesecakeFactory in Singapore will be recorded and people who viewed of The CheesecakeFactory Singapore website will be also recorded within the...

...﻿What Is The CheesecakeFactory?
Differentiation and positioning in casual dining restuarnat
1. the upscale environment in a casual dining segment
2. brand equity
3. numerous selections in the menu to satisfy different kinds of customers
4. Generous portion for family and friends’ gathering; or as a taking home 2nd meal
5. cheesecake as their signature desert, which comes in various flavors
6. Serve customers who want to eat at anytime and any place
For more than 30 years The CheesecakeFactory has served more than just delicious food and cheesecakes, we helped our guests share lasting memories with family & friends.
The CheesecakeFactory created 1. the upscale casual dining segment in 1978 with the opening of our first restaurant in Beverly Hills, CA. And even with close to 150 restaurant locations, we're just as unique today as we were back then!
Walk through our front doors and you'll know you're in for something special. With French limestone floors and decorative columns, hand-painted fabrics, contemporary lighting and an abundance of cherry wood, the lavish decor is just the beginning.
The CheesecakeFactory menu boasts more than 2. 200 menu selections made fresh from scratch each day including Appetizers, Pastas, Seafood, Steaks, Salads, Sandwiches, and more. We recently introduced a new Small Plates...

...﻿Running Head: CHESSECAKE FACTORY 1
Cheesecakefactory
Richard Allen
Professor Hutter
Business 100
October 28 2013
Running Head: CHESSECAKE FACTORY 2
Cheesecakefactory is one of the best restaurants around. When you walk into the cheesecakefactory the scenery is very beautiful. The staff is dressed nicely. The service is great. One of the strengths for this restaurant is appearance and atmosphere when you walk through the front door you smell delicious cheesecake and you can view a few pies in the glass case. The restaurant can seat quite a few people so the wait to eat is never very long. There are nice linens on the table and nice china to eat with. That is a good strength for a business there’s nothing like going to eat out and a restaurant giving you cheap or dirty linens.
That makes a difference business wise. Now once you are seated the menu has 200 selections to choose from made from scratch. Food made from scratch always is fresh and tastes better. They also honor special requests for dietary or health needs. Cheesecakefactory offers 50 selections of cheesecake. Who couldn’t choose from that many? The...

...COMPETITIVE ADVANTAGE 1
THE CHEESECAKEFACTORY
COMPETITIVE ADVANTAGES: STRENGTHS AND WEAKNESSES
Dorene Utley
Introduction to Business: BUS 100
Professor Cynthia McPherson
July 31, 2013
COMPETITIVE ADVANTAGE 2
The CheesecakeFactory boasts profits and productivity in a SWOT analysis with their strengths and weaknesses. To remain successful in a business, the company has to be aware of the strengths and weaknesses. This business started out back in the mid-twentieth century with great production and marketing skills that Oscar and Evelyn Overton achieved together. Unfortunately, the company struggled, when there were not enough money, workers, and product to help the business during those early years. Today there are strengths and weaknesses that the CheesecakeFactory currently may encounter in the company.
According to the CheesecakeFactory website, “The start of The CheesecakeFactory started with her original recipe for cheesecake by Evelyn Overton. By the 1940’s she opened her own small cheesecake shop in Detroit”. In 1978, their son David founded the CheesecakeFactory restaurant in Beverly Hills, California. Just over 30 years later with close to 170 locations, the success of The CheesecakeFactory has even...

...﻿MARKETING RESEARCH PROPOSAL ON THE CHEESECAKEFACTORY
BACKGROUND:
”To create an environment where absolute guest satisfaction is our highest priority”
This is the mission of a company dreamt by Evelyn Orton and her husband in the basement of their home in Detroit which was later realized by their son. A story that manifests how talent combined with hard work produces positive exponential outcomes.
The CheesecakeFactory is an upscale casual dining concept that offers approximately 200 menu items including appetizers, pizza, seafood, steaks etc and desserts, including approximately 50 varieties of cheesecake and other baked desserts.
We are registered on NASDAQ and since then our stock has grown in value. Comps (Comparable same - store sales) are positive and our company’s strategy indicates continued positive performance in the future.
BUSINESS & RESEARCH PROBLEM:
Our restaurant chain is primarily restricted to United States and has not entered most international markets. However, we are planning an international expansion venture and wish to know whether the Canadian market is a viable market to expand our business to.
The general purpose of this research is to comprehend the consumer reaction towards The CheesecakeFactory restaurant concept in Canada.
RESEARCH OBJECTIVES:
1. To estimate the level of awareness among Canadians for the Cheesecake...

...as a potential place to work for is The CheesecakeFactory. According to The CheesecakeFactories website the mission statement of the company is, “To create an environment where absolute guest satisfaction is our highest priority.” According to the companies website the vision statement of The CheesecakeFactory is, “Through a shared commitment to excellence, we are dedicated to the uncompromising quality of our food, service, people and profit, while taking exceptional care of our guests and staff. We will continuously strive to surpass our own accomplishments and be recognized as a leader in our industry.”
The Nine Essential Components of a Mission Statement:
Customers | Yes |
Product or Services | No |
Markets | No |
Technology | No |
Concern for Survival, Growth, and Profitabilty | No |
Philosophy | No |
Self-Concept | No |
Concern for Public Image | No |
Concern For Employees | No |
After reviewing The Cheesecake Factory’s mission and vision statements I would say that they need much improvement in order to gain more of a sense of company identity and to also please the companies stakeholders. As stated earlier the mission statement of The CheesecakeFactory is “To create an environment where absolute guest satisfaction is our highest priority.” According to the text, the mission statement is supposed to be...